The role of non-visual aesthetics in consumer product evaluation

• Effectsobserved for visual aesthetics were not found for non-visual aesthetics.
• Results that haptic and auditory aesthetics didn׳t affect perceived usability.
• There was no strong effect of non-visual aesthetics on performance and affect.

The present article addresses the impact of non-visual aesthetics of consumer products on the outcomes of usability tests such as perceived usability, user performance and user affect. Building on the research surrounding the impact of visual aesthetics in usability testing, the present work aimed to determine whether the same pattern of effects repeatedly found for visual aesthetics will also be found for non-visual aesthetics. A series of three experiments was carried out, all examining sound and touch as two prominent dimensions of non-visual aesthetics. To increase the robustness of the results, the experiments were conducted with three different consumer products, which were a smartphone (N=60), vacuum cleaner (N=60), and video racing game (N=60). Although manipulation checks confirmed that users generally experienced both sound and tactile product properties as intended by the experimental manipulation, in none of the studies the results showed an effect on perceived usability. Other outcome variables such as affect and performance showed a few selected effects. Overall, this suggests that findings from the field of visual aesthetics cannot be easily transferred to the domain of non-visual aesthetics. The findings of the present studies are discussed within the framework of Schifferstein’s work on sensory dominance.